The Laundress gains Woolmark certification

20 March 2014

Caring for your precious woollens does not necessarily mean laborious time spent at the wash basin hand-washing luxurious knits, or costly trips to dry cleaners every time laundry needs to be done.

Wool and Cashmere shampooNow, thanks to eco-friendly company The Laundress, another product has been added to the Woolmark Apparel Care Program, making caring for your woollens easy and taking the chore out of laundry. The brand is helping to spread the message that wool can and should be washed and can be done so in the comfort of your own home.

Specialising in fabric care and home cleaning products, The Laundress has this month released its Wool & Cashmere Shampoo with the Woolmark Apparel Care symbol to consumer markets in North America, Europe and Asia.

With consumers continually insisting on greater integrity and authenticity in the items they buy, and demanding products that firstly provide wellbeing and secondly are eco-friendly, wool - a premium fibre - is well-placed to take advantage of this consumer swing towards buying natural products. This trend has created an opening for wool products, and changes in buying behaviour due to the impact of eco-awareness are also being noted in the economy and retail markets. The desire for not only ease of care of wool products but also care of the environment sees new Woolmark licensee The Laundress check all the right boxes.

Co-founders of The Laundress, Gwen Whiting and Lindsey Boyd, are absolute fanatics about the proper care of garments and developed their own laundry solutions with the most effective ingredients.

"The Laundress was started with the concept of our Wool & Cashmere Shampoo. We knew the best way to care for woollens was to wash - not toxic (and expensive) dry cleaning," says Gwen Whiting.

"Our first and top-selling product being Woolmark approved is a notable achievement for our company and an important milestone in spreading our philosophy that all wool can and should be washed," says Lindsey Boyd.

According to The Laundress, The Wool & Cashmere Shampoo is a highly concentrated formula which is nontoxic, biodegradable, allergen-free and is suitable for both hand or machine washing. The Laundress claims the product is formulated not only to gently clean old, new and even previously dry cleaned wool items, such as sweaters, scarves, blankets and more, but also to preserve yarns and provide a beautiful finish.

The Wool & Cashmere Shampoo gained Woolmark approval after testing on pure wool fabrics showed its performance in the criteria of cleansing efficiency, product damage, colour fastness and presence of fluorescent whitening agents.

The Woolmark Apparel Care program seeks to provide quality laundering technology to consumers to provide the very best care options for wool garments. The program allows for the Woolmark Apparel Care symbol to be licensed for use on detergents, washing machines, tumble driers, irons, fabric softeners and bleaches for domestic use. All products are tested by independent laboratories, authorised to carry out Woolmark testing. Detergents were first licensed with the Woolmark symbol in 1969, and the symbol has been applied to washing machines since 1968.

The Woolmark Company's Chief Strategy and Marketing Officer Rob Langtry welcomes The Laundress to Woolmark's Apparel Care Program.

"The Woolmark Apparel Care program is about providing consumers with tools for laundering their wool apparel which have been tested as suitable for washing wool without causing damage," Mr Langtry says. "It also seeks to show consumers that caring for wool textile products is easy.

"Our global apparel care programs are designed to address a misperception among some consumers that wool garments are more difficult to care for than garments made from other fibres. We address these consumer perceptions through our activities across marketing, education and R&D."

The Laundress products are sold internationally in fine retailers such as: Barneys, The Container Store and Bloomingdales in the US, Lane Crawford in Hong Kong and Isetan in Tokyo as well as product collaborations with J.Crew and Crate & Barrel. For your nearest stockist, please visit:

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